MA Y 2 0 1 2 (Continued on Page 34) (Continued from Cover) Ranking LAM’s TV Markets compare markets to pan-regionals. As Record TV Network’s Delmar Andrade said, “All markets are important, and each region has its different characteristics.” Moira Mc Namara of Ledafilms was reluctant to rank markets because, as she diplomatically put it, “We distribute our titles throughout the Latin American territory. Therefore it’s difficult for us to list markets in order of importance.” She added, “If we talk about prices, everyone will say that Brazil and Mexico are the first ones in order, but if we talk about volume, then Venezuela, Colombia, Ecuador, Peru, Puerto Rico and Uruguay, together with Central America, are the primary markets,” she said. Argentina-based Telefe Internacional’s Michelle Wasserman qualified her ranking as well. She emphasized that the top markets for program sales “Continue to change every year and from time to time, and the word ‘important’ is relative.” But she conceded, “Combining incomes and strategic position, we can list them as follows: Uruguay, Mexico, Russia, Latin America’s pan-regionals, Colombia, Central/South America, Italy, USA, Spain.” Execs from Miami-based Venevision International, Televisa Internacional, PE Media Services and Somos TV were bolder, and actually willing to provide a list of their top markets. Televisa’s Carlos Castro, Venevision’s Cesar Diaz and Somos’s Jose Antonio Espinal all placed the U.S./U.S. Hispanic market as number one. Ecuador was close to the top on Venevision and Televisa’s lists: number four on Venevision’s and number five for Televisa. Ecuador rang in at number seven for Pepe Echegaray’s PE Media Services, but didn’t make the cut for Somos. Not surprisingly, Spanish-speaking territories topped the lists, with Venevision’s top markets mostly centering on the Americas and the Caribbean (the Dominican Republic) — with the exception of its number two market, Spain, and its number seven market, Canada. Diaz’s ranking for Venevision was as follows: theU.S., Spain,Mexico, Ecuador, the Dominican Republic, Venezuela, Canada, Colombia, Chile and Argentina. Castro listed Televisa’s top markets as U.S. Hispanic, Peru, Colombia, Chile, Ecuador, Venezuela, Brazil, Panama, Spain and Eastern Europe. Somos’s Espinal pointed to the U.S. Hispanic market, Mexico, Argentina, Brazil, Colombia, Peru, Venezuela, Puerto Rico, the Dominican Republic and Central America. Mexico was number one for PE Media’s Echegaray, followed by Brazil, Argentina, Venezuela, Colombia, Peru, Ecuador, Panama, Honduras and Chile. Asked whether the countries or panregionals are more valuable in terms of program sales, Venevision’s Diaz revealed, “Froma sales perspective…I categorize the broadcasters in each territory as having more importance than the pan-regionals only because they consume more variety and more program hours.” However, he remarked, “All of the territories and panregional channels each carry a distinct importance.” Though most of the executives surveyed were reluctant to compare panregionals to single-country sales, the general consensus was that pan-regionals are growing in importance. PE Media’s Echegaray finds the panregionals, including Universal, LAPTV, FOX, Colorado TV and Pramer, to be “as important as [his] main free broadcast clients.” Telefe’s Wasserman agreed that the pan-regionals are “not less or more, but as important. Secondary windows have become more and more important to us because they are open to formats. Our content has come to have more exposure in different windows. Plus, cable is becoming more important day by day. We are maximizing exposure and learning to understand the cable/panregional business,” she said. Pan-regionals also offer an opportunity to break intomarkets that are traditionally more difficult to penetrate. AsWasserman explained, “It’s hard to sell ready-made content to Chile, but if I sell [it] to cable, it will get into Chile anyway.” The executives also shied away from listing the pan-regionals themselves in order of importance because, as Wasserman said, “All of them have their relative importance.” Some of the panregionals that Telefe works with are: Pramer (for Cosmopolitan), Televisa Networks, Turner (for Space, Isat, Tru TV, Cartoon, Very Funny, etc.), Disney, HBO, Sony, Viacom Group (for Comedy Central, Nickelodeon, etc.), DLA, Imagina (Pasiones), Fox Latin American Channels, Fox International Channels and Globosat. where the stars align 407*64PZ [OL VUL WSHJL ^OLYL [OL Z[HYZ HSPNU MVY `V\Y I\ZPULZZ ;OL Z[HY JYLH[VYZ KLHS THRLYZ L_LJ\[P]LZ HUK VU ZJYLLU [HSLU[ MYVT ;= HUK -PST JVU]LYNL MYVT HYV\UK [OL NSVIL [V JYLH[L H UL^ ^VYSK VM LU[LY[HPUTLU[ +PZJV]LY L_JP[PUN VWWVY[\UP[PLZ HUK ILULÄ[ MYVT MV\Y PU[LUZL KH`Z VM TLL[PUNZ ZJYLLUPUNZ HUK JVUMLYLUJLZ [OH[ JHU [YHUZMVYT PU[V KLHSZ H[ [OL ^VYSK»Z LU[LY[HPUTLU[ JVU[LU[ THYRL[ (UK [OL JOPSKYLU»Z LU[LY[HPUTLU[ PUK\Z[Y` NL[Z HU LHYS` Z[HY[ H[ 4071\UPVY [OL ^VYSK»Z ZOV^JHZL MVY RPKZ WYVNYHTTPUN 9LNPZ[LY L_OPIP[ VY HK]LY[PZL UV^ [V THRL [OL TVZ[ VM `V\Y [PTL PU *HUULZ ^^^ TPWJVT JVT 6-7 October 2012 8-11 October 2012 Cannes-France
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